Merrachi’s Hijab Ad Featuring Eiffel Tower Ignites Debate in France

A Fashion Statement or a Provocation?

Dutch fashion brand Merrachi has sparked controversy in France with its latest advertisement. The ad, which features the Eiffel Tower draped in a hijab, was intended as a creative expression but has instead ignited a fierce backlash.

Critics View it as an Affront to French Culture

• Many critics see the ad as an affront to French culture and values.
• French political figures have condemned the ad, calling it a “deliberate provocation.”
• Lisette Pollet, a Member of Parliament from the far-right National Rally party, labeled the ad an “insult” to the Eiffel Tower.
• Fellow National Rally member Jérôme Buisson criticized the ad as a “dangerous political move.”
• French economist Philippe Murer, co-founder of the Citizens Political Movement, suggested that Merrachi’s stores in France should be shut down and their website blocked.

Supporters Defend it as a Powerful Artistic Statement

• However, not everyone shares this view. On social media, many users have defended Merrachi.
• They see the ad as a powerful artistic statement that sparks conversation about Muslim women’s right to wear the hijab.
• One commenter celebrated the ad with the phrase, “From Eiffel Tower to Hijabi Power! The Eiffel Tower says: ‘My tower, my choice.’”
• Another user praised it as “Genius! The Eiffel Tower has finally received the modesty it always needed.”

Ongoing Debates over Islamic Attire in France

This controversy comes amid ongoing debates in France over Islamic attire. The country has a history of restrictive laws around Muslim clothing, including a 2004 ban on hijabs in schools, a 2010 ban on burqas and niqabs in public spaces, and more recently, a 2023 ban on abayas in state schools. These laws are framed within the context of France’s strict secularism, which many see as conflicting with religious expression.

A Political Flashpoint

The uproar over Merrachi’s advertisement reflects deeper tensions in France over freedom of expression, religious rights, and national identity, making this ad not just a fashion statement, but a political flashpoint.